ANALYSIS OF E-COMMERCE SERVICE QUALITY LEVEL BY INTEGRATING CUSTOMER EXPERIENCE QUALITY, IMPORTANCE PERFORMANCE ANALYSIS (IPA), AND QUALITY FUNCTION DEPLOYMENT (QFD)
Angga Yuda Sakti, I Ketut Gunarta

Industrial and System Engineering Department, Institut Teknologi Sepuluh Nopember (ITS), Surabaya, Indonesia, 60111

Abstract

The internet has become a vital and significant business realm. This undoubtedly impacts human lifestyles, including patterns of buying and selling interactions through the internet (E-commerce). Companies that implement e-commerce not only focus on the implementation of its technology, but also need to pay great attention to the quality of their services. The purpose of this study is to measure the level of service quality of e-commerce applications to users and provide suggestions for improvements to improve the quality of e-commerce application services in accordance with the wishes and needs of users. Service quality is improved based on the Customer Experience Quality model integrated with the Importance Performance Analysis (IPA) and Quality Function Deployment (QFD) methods. This research was conducted on one of the companies engaged in E-commerce whose number of service users has decreased. Data is taken by distributing online questionnaires (Google Forms) to people who already shop online. This study yielded, 1). The level of service quality in the dimension of Customer / Service Experience Quality whose service quality is considered low but very important for customers as many as 8 attributes that will be improved and are priority attributes (Quadrant 1) and input from customer requirements in QFD. 2). There are 3 priority technical responses and proposed improvements. The quality of service in one of the e-commerce in accordance with the results obtained still needs to be improved, especially in quadrant 1 so that the company must make the best possible improvements to improve service to customers.

Keywords: E-commerce, Service Quality, Customer Experience Quality, Importance-Performance Analysis (IPA), Quality Function Deployment (QFD).

Topic: Business and Economic